旅客對航空公司碳抵銷計畫接受行為之探討

近年來，透過搭乘飛機、開車等製造大量二氧化碳的排放，全球二氧化碳排放量日益增長，皆為導致全球暖化的因素，為了因應此現象，出現了自願性「碳抵銷計畫」（Carbon Offsets）。為瞭解受訪者對於航空公司碳抵銷計畫之願付價格與接受情形，並於桃園國際機場實地發放，區分搭乘經濟艙之新加坡航線及洛杉磯航線的受訪者。本研究將計畫行為理論與科技接受模式相結合，並加入知覺風險、媒體傳播等構念，以建構旅客接受碳抵銷計畫之行為意向。分別以結構方程式(SEM)進行實證研究，及利用可解決過多願付價格為零的Spike模式，探討新加坡航線及洛杉磯航線受訪者之差異。根據研究結果顯示：洛杉磯航線之單一變數與多元變數願付價格，皆高於新加坡航線，表示航空公司碳抵銷計畫會因航程長短的不同產生不同的願付價格。由整體結構關係分析發現，兩航線之知覺易用性對知覺有用性、媒體傳播對知覺易用性、知覺有用性及媒體傳播對態度、媒體傳播對主觀規範，以及知覺有用性、態度、主觀規範、知覺行為控制對行為意圖，皆呈正向顯著影響；洛杉磯航線中知覺有用性對態度、知覺風險對行為意圖，兩者皆不具顯著影響。

關鍵字

碳抵銷計畫；願付價格； Spike 模式；結構方程式

並列摘要

In recent years, air transportation or driving also contributes to global warming. Therefore, the airline passenger to voluntarily offset the carbon emissions caused by their air travel. This study integrated TAM and TPB as the basic model, while considering the additional factors that expected risk and media. To construct the Airline Passenger’s Behavioral Intention to Carbon-Offset. In addition to using a structural equation model (SEM) to construct a complete TAM, TPB, risk and media model. And to avoid the estimation bias due to a large portion of zero willingness to pay, the Spike model is used to overcome this issue. The estimation results show that the willingness to pay for TPE- LAX route is higher than TPE-SIN route. Analysis of the overall structural relationships showed that the route both perceived ease of use were positively associated with perceived usefulness, media were positively associated with perceived ease of use, perceived usefulness and media were positively associated with attitude, media were positively associated with subjective norm, and perceived usefulness, attitude, subjective norm, perceived behavior control were positively associated with intention. However, the associations between the perceived usefulness and the attitude, and the associations between the risk and the intention are not significant by LAX route.